+
Startup Selling: WorkshopScott Sambucci & Robert Wharton SalesQualia | www.salesqualia.com
`
October 24, 2014
+Your Goal
Develop a predictable, testable, and scalable sales framework that
you can manage.
+The Hardest Thing About Sales…
+[Exercise]
+Path Dependency
+Your Customer
+Upon successfully completing today’s workshop, you will be able to…
☐ Create Value Statements;
☐ Define Buyer Types;
☐ Find Prospective Buyers;
☐ Identify the Stages of the Sale.
+
Part I:Creating Value Statements
+Why [People at] Enterprises Buy
+
1. Increase Revenue
+
2. Decrease Costs
+3. Increase Efficiency
+4. Decrease Risk
+Why [People at] Enterprises
Buy
+ Revenue
+ Efficiency
- Cost
- Risk
+ “What job are your customers hiring you to do?”
-Clayton Christensen
+Constructing Value Statements
1. Focus on the problem you solve.
2. What customer needs does your solution satisfy?
3. Think numbers.
Remember: “The vast majority of startups fail not because they couldn’t build their product… But because nobody WANTED their product.”
+ “What job are your customers hiring you to do?”
-Clayton Christensen
Write your Value Statement, framing your product in terms of
the why a customer buys.Hint: Remember the four (4) reasons people buy.
[EXERCISE]
[5 mins]
+Why [People at] Enterprises
Buy
+ Revenue
+ Efficiency
- Cost
- Risk
+5 Whys
+
Part II:Identifying Buyer Types
(think “Personas”)
+Buyer Types
USER BUYER
ECONOMIC BUYER
TECHNICAL BUYER
CHAMPION
1
4
5
3
2
1 – Program Manager2 – Marketing Communication3 – CEO4 – Contracting5 – Information Technology
+EXERCISE
Value Statements for each Buyer Type:
“For [insert buyer type], we …”
[10 minutes]
+
Finding Buyers
a.k.a. “Prospecting”
+Or look for this…
+CTRL+F: Keyword Search
https://www.linkedin.com/pub/chris-shugart/b/bab/327
Commonality
Personality
Why?
What?
Who am I?
+InMail success
19 “cold” Inmails sent 9 responses to meet 5 meetings 2 people could not meet 2 not at conference
+LinkedIn Groups
+
https://www.linkedin.com/pub/charles-ubell/0/57/444
https://www.linkedin.com/groups/DRONES-5103726?gid=5103726
+(If your InMail goes unnoticed…)
http://www.meetup.com/HealthTechnologyForum/
+[Exercise]
Identify…
Five (5) LinkedIn Groups
Five (5) Meetup Groups
Five (5) Industry Conferences
… that you can use to find your buyers
+
Part III:Stages of the [Enterprise] Sale
+4 Stages of the [Enterprise] Sale:1. Need Analysis
2. Evaluation of Options
3. Resolution of Concerns
4. Implementation
+[Exercise]
For your prospect to implement your solution, what would you need to do:
In the first minute?In the first hour?
In the first day? In the first week?
In the first month?In the first quarter?
In the first year?
+
Stage 1: Need Analysis
+Stage 1: Needs Analysis
Similar to Customer Discovery
Think: Confirm | Ask | Explore
The customer must state the problem – don’t “lead the witness…”
Focus on what the customer is communicating, not what they are saying…
Stated vs. Actual Needs
+
Stated Need:
“We’re looking for a new web meeting software.”
Actual Need:
“Our sales team is entirely phone-based we’re seeing a large drop-off in our pipeline
after product demos.”
+Look for Signals
Is the prospect actively seeking a solution? You vs Competition
How long has this been a problem?
Who might be a detractor in the decision?
+ EXERCISE
What are the early warning signals in your sales process?
[2 mins]
+Needs Analysis: Mistakes to avoid
Never assume client problems. Remember: Assume = ASS + U + ME
Never insult: “With our system you can get rid of that home-grown piece of junk that you have.”
Interviewing only one buyer or “Buyer Type”
+
Stage 2: Evaluation of Options
+Stage 2: Evaluation of Options
The “Sales Graveyard
“Business Demo” vs. “Technical Demo”
Keep the opportunity moving
+The Product Demo…
+
How far you can move the sale WITHOUT showing your product?
+Product Demo:
Keep it short.
+Demo #1: The“Business Demo”
[Exercise]
If you could show only one (1) screenshot or aspect of your product, what would it be?
Why?
[Discuss]
+
Who’s in control of the next step?
+The Power of Inertia
Important vs Urgent
Maintain Control
+Continuation
Advance
+
“Looks great! Send me a proposal.”
+ EXERCISE
How can you maintain control of the sale?
[5 mins]
+
Stage 3: Resolution of Concerns
+Stage 3: Resolution of Concerns
I thought we were friends?
“That’s a good question…”
Trial closes
+Objections vs. Questions
+Demo #2: The “Technical Demo”
+
Review & Summary
+What we covered today…
How to Create Value Statements;
Who are the Buyer Types;
How to find Prospective Buyers;
What are the Stages of the Sale.
+
+What’s Next?
+
www.salesqualia.com
@salesqualia
Scott Sambucci, [email protected] | (415) 596-0804
@scottsambucci | Quora
Robert Wharton, Customer [email protected] | (405) 414-9712
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